Flamin' Hot (2023)
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A janitor at a snack food factory seeks to change his life by pitching a spicy new flavor to the Latino market.
The story
In 1966 Southern California, Richard Montañez grows up as a hard-working child with a strict father and supportive grandfather. After marrying Judy, the couple faces hardships and eventually settles into a life of struggle. Richard eventually finds work at Frito-Lay as a janitor. While the company faces an economic downturn, Richard is inspired by a corporate message to 'think like a CEO.' After noticing his son's preference for spicy flavors, he realizes the potential of a new product. He begins a journey to develop a spicy seasoning, aiming to capture the Latino market and transform his circumstances.
Full plot (contains spoilers)
In 1966 Southern California, Richard Montañez grows up in a hardworking environment before marrying Judy. They face a difficult life until Richard secures a job at Frito-Lay. Despite being a janitor, Richard becomes fascinated by the machinery and the company's challenges during a period of economic decline. Inspired by a 'think like a CEO' message from executive Roger Enrico, Richard identifies a market opportunity for a spicy snack aimed at Latino consumers. He works with his coworkers to develop a spicy seasoning, eventually successfully pitching the idea to Enrico. The product, Flamin' Hot Cheetos, is put into production. While the initial sales are slow, Richard's grassroots marketing efforts succeed, leading to a massive order. The film concludes with Richard being promoted to Director of Multicultural Marketing, finally achieving the success he sought for his family.
- First release year
- 2023
- Runtime (minutes)
- 99
- Production countries
- United States
- Original languages
- English
- Directors
- Eva Longoria
- Writers
- Linda Yvette Chávez · writer; Lewis Colick · writer
- Cast and characters
- Jesse Garcia · Richard Montañez; Annie Gonzalez · Judy Montañez; Dennis Haysbert · Clarence C. Baker; Tony Shalhoub · Roger Enrico
- Genres
- biographical; comedy-drama
- Themes
- entrepreneurship; cultural identity; perseverance
- Tone and mood
- inspirational; uplifting
- Premise and plot tags
- based on a memoir; true story; business
- Source material / true-story basis
- A Boy, a Burrito and a Cookie: From Janitor to Executive by Richard Montañez
- Reception
- The film received mostly positive reviews from critics, though some noted it felt more like a 'message' than a character study.
- Awards and nominations
- Academy Awards · Best Original Song · nomination
- Production trivia
- The character Clarence Baker was based on a real co-worker.; The film was the first White House screening of a movie focused on Hispanic characters.
Film metadata comes from the open sources listed in Credits & Contact. Catalogue details may be incomplete.
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